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Case Study 7: Blue Dragon Link - Save with Morrisons
This Blue Dragon link-save promotion offers Morrison shoppers a free sachet of oriental sauce if they purchase a pack of own-brand chicken. Umbrella worked with Blue Dragon's creative agency to ensure this ‘couponless’ technology was working with their EPOS systems – minimising any risk. This was all done under a fixed-fee, so ensuring they had no financial risk should redemptions come in higher than anticipated.
Product
Oriental Cooking Sauce
Promotion
Morrisons Link Save
Promoter
Blue Dragon
Promotion Period
Sept to Oct 2009
The mechanics…
Packs of Morrison’s own brand skinless boneless chicken feature a communication attached to the outside of the packaging inviting the consumer to pick up a sachet of Blue Dragon oriental cooking sauce worth 50p at the same time as purchasing the chicken in order to receive the sauce free.
